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While you may already know a lot about your audience, chances are you don't have the kind of information that will help you design a report that is really appropriate for them. To learn more about their attitudes and characteristics with respect to health care and other relevant matters
(such as literacy and lifestyle), you might want to explore the following strategies:
- Use whatever you already have. Your organization may already have a lot of information in databases and files. If you're an employer, for example, employee records can reveal a great deal about the demographics of your audience. Or your colleagues may have already gathered information about your audience for other projects. If you do use existing files, take appropriate steps to safeguard individual privacy.
- Use internal informants who have contact with members of your audience. For example, the human resources staff who handle calls about benefits are often well-versed in the concerns of employees and their families Similarly, union representatives, community leaders, and leaders of faith-based organizations may be able to offer useful insights.
- Seek out existing information. Take advantage of the information compiled by many public and private sources, including university researchers, State agencies, advocacy groups, and private firms that specialize in collecting information about health-related sociodemographics and psychodemographics.
- Do your own investigation with consumers using focus groups or surveys. These approaches are an effective way to explore the attitudes of your audience and get their reaction to specific health care issues.
- Test existing materials or drafts of new materials with members of your intended audience to get their reactions. This will reveal information about their needs, perspectives, and capabilities.
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